Just out of interest wasn't this thread about somethign completely different from the legalities or otherwise of downloading things on P2P. We all know the vast majority of things floating around P2P networks are illegal, isn't that all we need?
If ntl consciously advertise on ED2k website I think it's pretty clear why is it not? Same reason all advertising is done, to get more customers on board.
Personally in light of the newly coming capped tiers I find it mildly hilarious, especially considering ISPs general dislike for P2P traffic in large quantities, then again I'm an engineer, not a salesbot